On July 23rd, Nexon introduced Korean players to 'Higan: Eruthyll,' a Chinese-developed mobile RPG from Bilibili, through a newly formed publishing imprint called 'select all.' The launch reflects a quiet but deliberate expansion in how games cross regional and cultural borders — not through chance, but through data-driven curation aimed at audiences whose tastes have long outpaced the titles available to them. In a market crowded with familiar formulas, this release asks whether a rebuilt dark fantasy RPG, voiced in Japanese and steeped in subculture aesthetics, can find the community it was
Nexon Launches Bilibili's 'Higan: Eruthyll' in Korea via New Publishing Brand
A prison disguised as paradise, where souls wait to be saved
Mark
Why did Nexon create an entirely new publishing label just to bring one game to Korea?
Mimi
'Select all' isn't really about this one game. It's a signal that Nexon wants to systematically hunt for games that have proven appeal elsewhere but haven't found their way to Korean players yet. The data-driven review process they mention is the real product here.
Mark
So they're betting that subculture games—games with niche aesthetics—can find an audience in Korea if they're properly localized and marketed?
Mimi
Exactly. 'Higan: Eruthyll' already proved itself in China and Taiwan. Nexon is essentially saying: we have the infrastructure to keep games alive long-term, so let's use that to take calculated risks on titles that might not get picked up by traditional publishers.
Mark
The game has idle progression systems. Doesn't that feel like a compromise—letting players advance without playing?
Mimi
It's not really a compromise. It's a design choice that acknowledges how people actually play mobile games. You can engage deeply when you want, or let the game tick forward while you're doing something else. The theatrical cutscenes and Japanese voice acting are where the real engagement happens.
Mark
What does the launch reward structure tell you about how Nexon expects players to behave?
Mimi
They're front-loading generosity to get people invested in characters quickly. If you log in for a week, you've got multiple rare characters and the ability to pull more. That's not accidental—it's designed to make you feel like you've already gotten value before you've spent a dime.
Mark
Is this a sign that Nexon is moving away from developing its own games?
Mimi
Not necessarily. This is about portfolio diversification. Nexon still makes games. But they're also recognizing that their real strength is in live service operations—keeping games running, engaging players, monetizing sustainably. If they can find good games elsewhere and apply that expertise, that's a different kind of competitive advantage.
Il Polso
- Nexon is betting that Korean subculture gaming audiences represent an underserved market, launching a substantially rebuilt version of a 2023 global release that already proved its appeal elsewhere.
- The debut of the 'select all' publishing brand adds urgency — this is not just one game launch, but a test of whether Nexon can build a sustainable pipeline for discovering and localizing niche titles.
- The version 2 remake brings meaningful refinements to combat systems and character design, signaling that developer Bilibili absorbed player feedback rather than simply repackaging an older product.
- Generous launch rewards — including automatic SSR characters, selection tickets, and a seven-day recruitment campaign — are designed to convert curious newcomers into invested long-term players quickly.
- The game is live now across Google Play, the Apple App Store, and Nexon.com, with its trajectory hinging on whether Korean players embrace its dark fantasy world and theatrical production quality.
On July 23rd, Nexon introduced Korean players to 'Higan: Eruthyll,' a Chinese-developed mobile RPG from Bilibili, through a newly formed publishing imprint called 'select all.' The launch reflects a quiet but deliberate expansion in how games cross regional and cultural borders — not through chance, but through data-driven curation aimed at audiences whose tastes have long outpaced the titles available to them. In a market crowded with familiar formulas, this release asks whether a rebuilt dark fantasy RPG, voiced in Japanese and steeped in subculture aesthetics, can find the community it was always meant for.
On July 23rd, Nexon brought 'Higan: Eruthyll' to Korean players under a new publishing label called 'select all,' marking the imprint's first release. The game originated from Bilibili Inc. and launched globally in 2023, but what Korean players are receiving is the version 2 remake — a comprehensively rebuilt edition that rolled out in China last December before spreading to Taiwan, Hong Kong, and Macau.
'Select all' was created specifically to surface games with commercial potential through data-driven evaluation, with co-CEOs Kang Dae-hyun and Kim Jung-wook framing it as a vehicle for bringing diverse genres to audiences that might appreciate them. The imprint draws on Nexon's experience sustaining live games over time.
The game itself is set across two colliding worlds: a 'Reality World' where magic and science have merged, and a 'Fantasia World' that appears beautiful but imprisons human souls. Players lead the 'Gopher Troupe,' a rescue band seeking to liberate those souls and define what genuine paradise might mean. Combat blends strategic character deployment with real-time 3D action, while idle progression systems allow advancement without constant active play.
Production quality sets the title apart — its cutscenes approach theatrical animation, and full Japanese voice acting signals a deliberate appeal to subculture sensibilities. To welcome Korean newcomers, Nexon structured layered launch rewards: an automatic SSR character named Iruya, a ticket to select one of four additional SSR characters, fifty recruitment tickets distributed over seven login days, and a UR-tier character called Ruko tied to quest completion.
The game is available now through Google Play, the Apple App Store, and Nexon.com. Whether 'select all' grows into a sustained publishing operation depends on how this first title performs — and whether Nexon finds other overlooked games worth bringing through the same door.
Nexon brought a Chinese-developed mobile RPG to Korean players on July 23rd, marking the first release under a newly formed publishing label designed to surface games that might otherwise stay hidden in regional markets. The game, called 'Higan: Eruthyll,' originated from Bilibili Inc. and first launched globally in 2023 to a devoted following among subculture enthusiasts. What Nexon is now distributing in Korea is a substantially rebuilt version—the so-called version 2 remake—that had already rolled out in China last December and across Taiwan, Hong Kong, and Macau the following month.
The publishing vehicle for this launch is 'select all,' a new Nexon imprint created specifically to identify games with commercial potential through what the company describes as data-driven evaluation and rigorous review. Co-CEOs Kang Dae-hyun and Kim Jung-wook are positioning 'select all' as a way to bring varied game genres and formats to audiences that might appreciate them, leaning on Nexon's accumulated expertise in keeping live games alive and engaged over time.
The game itself occupies a specific aesthetic and mechanical space. It presents a dark fantasy setting where two worlds collide: the 'Reality World,' where magic and science have merged, and the 'Fantasia World,' which appears beautiful but functions as a prison for human souls. Players assume leadership of the 'Gopher Troupe,' a band of rescuers tasked with liberating trapped souls and discovering what genuine paradise might look like. The gameplay blends strategic character selection and skill deployment with real-time three-dimensional combat, and it includes idle progression systems that let players advance their accounts during downtime rather than requiring constant active play.
What distinguishes 'Higan: Eruthyll' in a crowded mobile RPG landscape is its production quality. The game features three-dimensional cutscenes that rival theatrical animation in their polish, and the entire experience is voiced in Japanese, a choice that signals intentional appeal to a specific audience sensibility. The version 2 remake incorporated comprehensive refinements to both gameplay systems and character design, suggesting the developers responded to player feedback from the original 2023 release.
To entice Korean players into the game at launch, Nexon structured a series of rewards designed to give newcomers immediate access to high-rarity characters and recruitment currency. New accounts automatically receive an SSR-tier character named Iruya, plus a ticket allowing players to select one of four other SSR characters. A seven-day login event distributes fifty recruitment tickets, while completing specific growth and content quests unlocks a UR-tier character called Ruko and additional recruitment opportunities. The cumulative login system dangles the possibility of drawing up to twenty-five SSR characters through play, including named units like Shamcom, Yujin, Titi, Fene, Mondesju, and Caesar. These mechanics are standard in the genre—establishing early momentum and character collection as the primary hook for retention.
The game is available immediately through Google Play and the Apple App Store, as well as playable directly through Nexon.com. The launch represents a calculated bet that Korean players, particularly those drawn to subculture aesthetics and Japanese voice acting, represent an underserved market for this particular title. Whether 'select all' becomes a sustained publishing operation or remains a one-off experiment depends on how 'Higan: Eruthyll' performs in its new territory and whether Nexon identifies other games worth bringing through the same pipeline.
Citazioni salienti
'Select all' aims to leverage Nexon's live game service expertise to discover and bring a diverse range of game genres and formats to a wider audience— Nexon (via company statement)
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